MCM Awards 2008

	Small Web Merchant

	GOLD: Web Channel

	www.petcarerx.com

PetCareRx.com prides itself on offering affordable pet pharmaceuticals. But there's nothing discounted about this site's look and performance.

WHY IT WON A GOLD: “A clean user interface makes a big difference,” said one judge. PetCareRx.com's enhanced functionality helps customers find and buy pet medicines and products faster and easier with far fewer clicks.

And for new customers who have never bought pet prescriptions online, PetCareRx.com provides simple-to-understand directions on how to use the site.

Judges also loved the automatic refills reminder, and the way the site handled its upsell and upgrade offerings with pop-ups.

IDEA TO STEAL: E-commerce doesn't have to be only about selling product. For example, PetCareRx's employees on the live chat will call a customer's vet to confirm correct dosages. “Going the extra mile for the customer, like calling a vet to get prescription information, can be a huge competitive advantage,” a judge said. — TP

Website designer: Alexander Interactive

	SILVER: Web Channel

	www.plumbersurplus.com

Need a plumber? PlumberSurplus.com may not be able to be of service there, but if you need tools and accessories for any type of plumbing job, the site has tens of thousands of products to help you.

WHY IT WON A SILVER AWARD: The tagline “Point. Click. Plumb.” says it all. PlumberSurplus.com offers products that a homeowner might not be able to find easily in the local hardware store or a big-box retailer. The discounted products are organized by categories like kitchen, bath and water heaters. The concept “helps to clear excess inventory for companies that might otherwise be wasted,” said one judge.

The Website also provides excellent editorial and how-to resources for customers, including blogs, buying guides, how-to guides, videos and a definitions page.

WHY IT DIDN'T WIN A GOLD: Overall, service was not this site's strong suit. For instance, the customer has to create an account without going directly to cart, and some judges felt this could cause PlumberSurplus to lose orders. — TP

* No information provided

	Sporting Goods

	SILVER: Print Channel

	Patagonia, Surf 2007

Patagonia is riding a wave of success with its Surf catalog. The two-year-old spin-off has snagged a Silver Award for the second year in a row by marrying lifestyle with brand in a compelling way.

WHY IT WON A SILVER AWARD: The Surf catalog is interspersed with dramatic photos of professional surfers riding the gnarly pounders in famous surfing locations. It also includes surfer bios paired with “casual” shots of the surfers wearing the apparel. “Using hardcore surfers is a great way to sell clothing to the rest of us,” one judge said. “Makes you want to be cool like these people.”

The feature editorials, a panelist said, have a strong, save-the-earth/counterculture point of view “that will probably resonate with the Patagonia shopper.”

WHY IT DIDN'T WIN A GOLD AWARD: While some judges felt the cover depicting a flying fish and a fork was attention-getting, others thought it was just plain strange. And some found the catalog to be a bit “under-merchandised.” — PB

Art director: Annette Scheid

Photo editor: Tim Davis

Product photography: Jim Arneson

Product photography art director: Billie Jan Houston

Managing copy editor: Alyssa Firmin

Production manager: Lisa Sander

Creative directors: Rob Bondurant, Chris Malloy

Merchandisers: Kevin Churchill, Michelle Grinsel

E-media director: Morlee Griswold

Printer: Arandell Corp.

Separator: Shawk

List manager: Ken Storey

Printer: Arandell Corp.